摘 要
随着数字经济的快速发展和企业营销模式的转型，消费者在价值共创中的角色日益凸显，其动机与行为模式成为学术界和实践领域关注的核心议题本研究以消费者参与价值共创为切入点，基于社会交换理论和自我决定理论，探讨了消费者参与价值共创的内在动机及其对具体行为模式的影响通过问卷调查法收集数据，并运用结构方程模型进行分析，结果表明消费者的内在动机主要包括社交认同、个人成长和利益驱动三个维度，这些动机因素共同作用于消费者的行为选择进一步地，不同动机组合形成了多样化的行为模式，包括主动贡献型、互动协作型和被动响应型此外，研究发现外部环境因素如企业激励机制和社会文化氛围对消费者动机的激发具有显著调节作用本研究的创新点在于构建了一个全面的动机-行为分析框架，揭示了消费者参与价值共创的复杂心理机制及其动态演化过程，为企业制定精准的参与策略提供了理论支持同时，本研究拓展了价值共创领域的理论边界，强调了动机异质性与行为多样性的内在关联，为后续研究奠定了基础
关键词：价值共创；消费者动机；行为模式；社会交换理论；自我决定理论
Abstract
With the rapid development of the digital economy and the transformation of corporate marketing models, the role of consumers in value co-creation has become increasingly prominent, and their motivations and behavioral patterns have emerged as core issues of concern in both academic and practical domains. This study focuses on consumer participation in value co-creation, drawing on social exchange theory and self-determination theory to explore the intrinsic motivations driving such participation and their influence on specific behavioral patterns. Data were collected through a questionnaire survey and analyzed using structural equation modeling. The results indicate that the intrinsic motivations of consumers primarily consist of three dimensions: social recognition, personal growth, and incentive-driven engagement, which collectively shape consumer behavioral choices. Furthermore, different combinations of these motivational factors give rise to diverse behavioral patterns, including proactive contribution, interactive collaboration, and passive response. Additionally, the study reveals that external environmental factors, such as corporate incentive mechanisms and socio-cultural atmospheres, significantly moderate the activation of consumer motivations. The innovation of this research lies in the construction of a comprehensive motivation-behavior analytical fr amework, which elucidates the complex psychological mechanisms underlying consumer participation in value co-creation and its dynamic evolutionary process, thereby providing theoretical support for businesses to develop precise participation strategies. Simultaneously, this study extends the theoretical boundaries of the value co-creation domain by emphasizing the intrinsic connection between motivational heterogeneity and behavioral diversity, laying a foundation for future research.
Keywords: Value Co-Creation; Consumer Motivation; Behavior Pattern; Social Exchange Theory; Self-Determination Theory
目 录
1绪论 1
1.1消费者参与价值共创的研究背景 1
1.2研究消费者参与价值共创的意义 1
1.3国内外研究现状分析 1
1.4本文研究方法与技术路线 2
2消费者参与价值共创的动机分析 2
2.1动机理论基础与框架构建 2
2.2内在动机对价值共创的影响 3
2.3外在动机对价值共创的作用 3
2.4动机因素的交互作用机制 4
2.5动机差异的群体特征分析 4
3消费者参与价值共创的行为模式研究 4
3.1行为模式的概念界定与分类 5
3.2主动参与型行为模式分析 5
3.3被动响应型行为模式探讨 6
3.4协同合作型行为模式研究 6
3.5行为模式的动态演化过程 6
4消费者参与价值共创的驱动机制与优化策略 7
4.1驱动机制的核心要素分析 7
4.2企业视角下的驱动策略设计 7
4.3消费者视角下的激励机制构建 8
4.4技术支持对驱动机制的影响 8
4.5实践中的优化路径探索 9
结论 9
参考文献 11
致 谢 12
